Guidelines & Best Practice

This paper was written for advertisers, agencies, and marketers who are familiar with common practices in digital advertising on desktop browsers—specifically cookie tracking and optimisation—but who need a better understanding of how these work on smartphones and tablets.

The Guidelines cover when brand effectiveness research should be conducted and the two recommended methodologies, as well as providing a checklist for the pre-selection, set up and reporting stages of the research.

The articles in this publication have been written to explore three important themes for digital advertising and in particular the heightened opportunities for mobile devices. They have been developed from members of our Mobile Advertising Council, including: Dr John Hawkins from Big Mobile Group, David Thanisch from Ikon and Suzie O’Carroll of Google

The Mobile Phone Creative Guidelines, which were developed by the IAB US and the Mobile Marketing Association, seek to create commonality for the development of ad units across the mobile phone ecosystem.

Adopted by the IAB US, this updated mobile rich media ad guidelines (MRAID 2.0) articulate a standard interface specification and definition to address known interoperability issues between publisher mobile applications, different ad servers and different rich media platforms.

These guidelines and accompanying commentary set out recommendations for how organisations should moderate user generated comments that are posted to social media channels. It highlights the tools made available by the social media platform operators, identifies good business practice with respect to moderating user comments and general guidance.

The IAB Video Multiple Ad Playlist (VMAP) specification is an XML template that video content owners can use to describe the structure for ad inventory insertion when they don’t control the video player or the content distribution outlet.

 

The IAB’s Video Player Ad-Serving Interface Definition (VPAID) establishes a common interface 
between video players and ad units, enabling a rich interactive in-stream ad experience.

This Video Ad Serving Template (VAST) includes a standard XML-based ad response for in-stream video as well as an XML Schema Definition (XSD) for developers. It is meant to accommodate the majority of current practices within the online digital video advertising business.

The Paid Social Advertising Guidelines aim to provide information, structure and clarity on social media as a marketing vehicle. They provide a framework to set clear campaign objectives and achieve measurable outcomes based around the Paid, Owned and Earned media model, with a focus on social advertising in the paid environment.